Polytechnic University of the Philippines
College of Business Administration
Department of Marketing Management
Tahong Powdered Seasoning Mix (Green Mussels)
“The 1st Tahong (Green Mussels) Seafood Seasoning Master”
Submitted By:
Abalos, Eunice
Apostol, John Cesar
Anonuevo, Harlene Razelle
Asama, Kathleen Joyce
Baeza, Ian Van
MARKETING STRATEGY
FRONT
BACK
SEA SCENT MIX
The Sea Scent Mix is the first ever seafood seasoning mix which contains tahong
(green mussels). This product will take your dish to an ocean level experience that
will enrich all the flavors and ingredients with protein, iron, calcium, as well as, a
natural source of vitamin B12 that makes every dish extraordinary and nutritious. It
will balance all the flavors and produce a seafood aroma that everyone will like.
I. BRAND NAME
“Sea Scent Mix”
The brand name came from the idea of where the Tahong (Green Mussels)
harvested specifically from saltwater and freshwater which got the word “Sea” and
the “Scent” that gives aroma to their dishes when they use the newest Green
Mussels Seasoning Mix.
II. LOGO
The logo shows the Tahong (Green Mussels)
in the middle which represents the main ingredient
of this product.
The colors blue and green represent the color
of the tahong which is green and the blue
symbolizes the sea as the brand name is “Sea
Scent Mix” which tahong came from water or sea.
USP:
TAHONG POWDERED SEASONING MIX (GREEN MUSSLES)
“The 1st Ever Tahong Seafood Seasoning Mix Master”
TAGLINE: “Mala-OCEAN sa Sarap”
MARKETING MIX
A. PRODUCT DESCRIPTION

Sea Scent Mix: Green Mussel Seasoning Mix is the first powdered seafood
seasoning mix that is rich in protein and calcium. Amino acids / proteins are
important dietary source of nitrogen.

Calcium is an important component of a healthy diet and minerals needed by
our body.
The National Osteoporosis Foundations states that, “Calcium
plays an important role in building a stronger, denser bones early in life and
keeping bones strong and healthy later in life” of any individuals.

With oil-content that is an anti-inflammatoy agent which is totally natural and
powerful healthy food.

Sea Scent Mix also gives treatment for those who have osteoarthritis,
rheumatoid arthritis, joint pain, asthma and daytime wheezing.

Low fat yet provides 680 mg of omega 3 from EPA and DHA in one serving
per 8g

Rich in selenium, iron, vitamin B12 and Iodine

A good source of magnesium and calcium.
B. PACKAGING AND LABELING
The package is in a “sachet” form for 8 grams at a very affordable price of P3.00.
The color combination of blue and green is chosen in order to clearly distinguish that
this product is seafood seasoning mix but can be use to other dishes. The front view
shows the logo of Sea Scent Mix with a picture of a newly cooked food which the
consumers can easily identify that it is a food/cooking mix, and the back view
contains all pertinent information about the product, such as nutritional facts,
consumer hotline, website and email address, ingredients etc.
C. PRICE STRATEGY
Based from the result of the survey conducted, 59.6% preferred P3.00; 16.9%
choose P2.00 and 14% preferred P2.50 per 8g sachet
(146 total number of
respondents, only 136 responded) and so TAHONG SEASONING MIX (Green
Mussels) since new to the market will use an introductory price of Php 3.00 per
sachet as Suggested Retail Price.
D. PRODUCT PLACEMENT / DISTRIBUTION
 PUP Stalls
 SM Supermarket
 Sampaguita Canteen
 Hypermarket
 Palengke
 Liana’s Supermarket
 Puregold
 Cherry Foodarama
 Puregold Jr.
 Sari-sari stores
 Shopwise
 Mini Groceries
 Metro Supermarket
 General Merchandise
 Robinson’s Supermarket
 Convenience Stores
 Mighty Mart
E. SALES PROMOTION STRATEGY
3rd QUARTER (2017)
SP TITLE: Iscent mo, Send mo! Promo
Tools: Contest
Objectives:

To encourage initial purchase

To introduce the Sea Scent Mix to the market

To position the brand to the market

To encourage brand retention
Area Covered: Nationwide
Duration: August 31 - September 31, 2017
Communication Strategy: Poster, Social Media
Promo Mechanics:
1. Like our FB page @SeaScentMixPH
2. Post a video of you cooking your dish with Sea Scent Mix, then scent the finished
product and send it to our FB page.
3. Use the hash tag #Isentmosendmopromo and/or #Seascentmixpromo.
4. The more likes and share of your post will be the chosen winner.
Prizes:

1st Prize: Giving cash worth P5,000

2nd Prize: Kitchenware:
- Fordable 7pcs. Stainless Steel Kitchen Tool Set for
Cooking Series
- Miracle Blade Complete 13-Piece Knife Set World Class
- 12-Piece Set High Quality Stainless Steel Cooking Stock

3rd Prize: P2,000 worth of Grocery Items
Posters:
4th QUARTER (2017)
SP Title: Your Extraordinary Dish (Christmas Special)
Tools: Contest / Competition
Objectives:

To establish loyal consumer

To increase demand

To know the best dishes that are compatible to the product
Area Covered: Luzon
Duration: October to December 2017
Communication Strategy: Poster, Social Media
Promo Mechanics:
1. Buy 5 sachets of Sea Scent mix. Put the empty sachets of Sea Scent mix in
the envelope with your name, contact details and home address.
2. This will serve as your registration form to enter the contest. Drop your form
at any Puregold branch near you.
3. Each Puregold branch will have 5 participants for the contest. We will be
using a raffle to select the participants.
4. Submission of your registration is from October 1 to December 10. The
Contest will be on December 20 at every Puregold in Luzon.
5. Each participant will come up on an extraordinary dish using the sea scent
mix. Any dish is qualified as long as they will use the product.
6. The dishes will be judge by our personnel. The criteria for judging are
creativity, taste, uniqueness and the presentation of the dish.
Prizes:
1. Champion will be given 10,000 pesos and a gift pack of Sea Scent Mix.
2. Gift pack of Sea Scent Mix and 500 pesos consolation prizes for the
participants.
Posters:
1st QUARTER (2018)
SP TITLE: A Taste of Sea and Freebies
Tools: Free Taste
Objectives:

To increase exposure of the product

To introduce Sea Scent Mix to new customers

To acquire new customers

To know the consumers feedback about the product
Area Covered: Supermarkets (NCR)
Duration: January 8 – February 8, 2018
Communication Strategy: Stall in the Fish and Meat Section (certain supermarket
where they designated location for free tasting within those section)
Mechanics:

Go to our stall within the designated place for free tasting, we will give cooked
dish containing our Sea Scent Mix and have direct selling of the product with
freebies such as free 2 sachet of Sea Scent Mix for every purchase of 10 packs.
2nd QUARTER (2018)
SP TITLE: SEA SCENTSWERTE sa Pakete
Tools: Raffle
Objectives:

To boost sales and demand of the brand

To create interest and excitement for customers to buy the product

To encourage repeat purchase and long term patronage
Area covered: NCR
Duration: April 1, 2018- June 30, 2018
Communication Strategy: Posters and Social Media
Promo Mechanics:
1. Participants will have to place proof of purchase in an envelope. Proof of
purchase will be three empty sachets of the Sea Scent Mix. Sachets must have
printed expiration date of at least January 2018 or later.
The following details must be handwritten on the envelope:

Promo Title (Sea Scent Swerte sa Pakete)

Full Name

Complete Home Address

Telephone Number

Store Outlet (where sachets were purchased)

Signature
2. Participants shall drop their entries in selected drop boxes located at the
following:

Puregold

Shopwise

Robinson’s Supermarket

Mighty Mart

Hypermarket
3. For the weekly draw, there will be 1 winner with different prizes per week. For 9
weeks, there will be a total of 9 lucky winners.
Prizes:
1. Cash prize worth P5,000
2. Grocery items worth P3000
3. 5 Rides-All-You-Can tickets in Enchanted Kingdom
Posters:
DROPBOXES
PROOF OF PURCHASE
COMPETITIVE ANALYSIS
(Similarities and Differences of Sea Scent Mix to its Competitors)
I. DIRECT COMPETITORS
PRODUCT
DESCRIPTION
Maggi
Magic Sarap
- All in one
seasoning
granules.
- Made with
natural flavors.
- Strong meaty
taste.
- Blend of ginisa
ingredients.
- Has meatier
taste.
PRICE
SIMILARITIES
DIFFERENCES
P3.50/
8grams
- Plastic
sachet
packaging
- Flavorenhancing
mix
All-in-one, but
more on garlic
taste.
P4.00/
8grams
- Plastic
sachet
packaging
- Flavorenhancing
mix
Meaty Taste
P3.50/
8grams
- Plastic
sachet
packaging
- Flavorenhancing
mix
Meaty Taste
Ajinamoto
Ginisa Mix
- Combined taste
Lucky Me
Nam Nam
of meat, bones,
and spices.
- All-around
seasoning mix.
P2.00/
8grams
- Plastic
sachet
packaging
- Flavorenhancing
mix
All-in-one, but
porky taste is
dominant.
PRICE
SIMILARITIES
DIFFERENCES
Has deliciously
sour taste
extracted from
fresh tamarind.
P12.50/
20grams
- Plastic
sachet
packaging
- Flavorenhancing
mix
Sour taste made
to enhance
sinigang dishes.
Made with real
fish broth.
P12.25/
20grams
Flavorenhancing mix
Fits to enhance
fish dishes.
Flavorenhancing mix
Use to enhance
seafood dishes
and other
dishes that use
shrimp as an
ingredient.
- Real pork meat
and pork broth
extracts
Ajinamoto
Pork Savor
II. INDIRECT COMPETITORS
PRODUCT
DESCRIPTION
Knorr
Sinigang Mix
Knorr
Fish Cubes
Made with real
shrimp broth.
Knorr
Shrimp Cubes
P12.25/
20grams
Blend of Asian
spices with
fresh tamarind
extract.
N/A
Mama Sita’s
- Plastic
sachet
packaging
- Flavorenhancing
mix
Sour taste made
to enhance
sinigang dishes.
STRENGTH
Sinigang Mix
The first ever green
mussel powdered
seasoning mix in the
market.
It can be used to
make seafood dishes
more flavorful.
It is healthier and
more nutritious
compared to existing
powdered seasoning
mix
Unique with its
components
OPPORTUNITIES
New and unique
powdered seasoning
mix.
It can be positioned as
the leading powdered
seafood seasoning mix
in the market.
Can be the top of the
mind choice of health
conscious people.
SWOT ANALYSIS
WEAKNESS
It can trigger allergy
to those consumers
that has seafoodrelated allergies.
The use of seafood
powdered
seasoning mix can
be limited to
seafood dishes
F. AREA OF DISTRIBUTION
only.
G. PROJECTED SALES (IN 5 YEARS)
H. MARKETING STATEGIES
THREATS
Strong or already
popular and wellestablished
powdered
seasoning mix in
the market.
F. AREA OF DISTRIBUTION
MANUFACTURER / PRODUCER
Polytechnic University of Philippines
WHOLESALER
Puregold
Puregold Jr.
Shopwise
Robinson
Supermarket
Metro
Supermarket
Mighty Mart
SM Supermarket
Hypermarket
Liana's
Supermarket
Cherry
Foodarama
RETAILERS
Sari-Sari Store
Mini Groceries
General
Merchandise
Convenience Store
END CONSUMERS
Mothers
Food Stall Owners
G. PROJECTED SALES
Carinderia Owners
Etc.
Sea Scent Mix (Tahong Seasoning Mix)
Sales Forecast and Demand Analysis
August 2017 to 2020
YEAR
August - December
2017
2017
2018
2019
2020
QUANTITY
(In Sachet
per 8g)
SRP
QUANTITY
(Production)
in kg
PROJECTED
SALES
(Peso)
3,125
PHP 3.00
30
9,375.00
40,000
50,000
60,000
70,000
PHP 3.00
PHP 3.00
PHP 3.00
PHP 3.00
40
50
60
70
120,000.00
150,000
180,000.00
210,000.00
TOTAL PROJECTED SALES (5 yrs.) PHP 669,375.00
SALES FORECAST
(Graphical Illustration)
H. MARKETING STRATEGIES
LIMITING FACTORS
In Ecology, there are common limiting factors/resources present in our
environment, hence, these could limit the growth, abundance, distribution, production
and this may cause shortage of supply of (Tahong) Green mussels seasoning mix,
some of which are the following:



Shortage of supply for green mussels production due to bad weather
condition;
Transportation (harvest/fishing/ to production)
Red tide mussels (it is not safe to eat (tahong) mussels with red tide because:
Red Tide - a common name for a phenomenon known as an algal bloom (large
concentrations of aquatic microorganisms) when it is caused by a few species of
dinoflagellates and the bloom takes on a red or brown color


Bivalves (clams, mussels and oysters) not safe because they are filterfeeders and the toxins are absorbed into their tissues)
Mussels are prone to red tide
TOTAL MARKETING BUDGET
(SALES PROMOTION COST)
I. SP TITLE: Iscent mo, Send mo! Promo (Contest)
PRIZE
COST
1st Prize: Giving P5,000 cash
P5,000
2nd Prize: KITCHENWARE (Lazada)
- Fordable 7pcs. Stainless Steel Kitchen Tool Set for
Cooking Series
- Miracle Blade Complete 13-Piece Knife Set World
Class
- 12-Piece Set High Quality Stainless Steel Cooking
Stock
- TOTAL KITCHENWARE:
P450.00
P999.00
P1,389.00
P2,838.00
3rd Prize: Grocery Items
P2,000
Posters (selected supermarkets in NCR)
P2,000
TOTAL COST:
P11,838
II. SP TITLE: Your Extraordinary Dish (Christmas Special)
PRIZE
COST
1st Prize: Giving P10,000 cash plus Gift Pack of Sea Scent
Mix
P10,000
2nd Prize: P500 consolation prize x 100 participants plus Gift
Pack of Sea Scent Mix
P50,000
Posters (selected supermarkets in Luzon)
P5,000
Drop boxes
P2,000
TOTAL COST:
P67,000
III. SP TITLE: A Taste of Sea and Freebies (Free tasting)
PRIZE
COST
Grocery Commission / Space Rental
(P2,000 x 15 days x 2)
P60,000
Labor and Material (Cooked Dish)
P10,000
TOTAL COST:
P70,000
IV. SP TITLE: SEA SCENTSwerte sa Pakete (Raffle)
PRIZE
COST
1st Prize: Giving P5,000 cash x 3 winners per month
P15,000
2nd Prize: Grocery Items worth P3,000 x 3 winners per month
P9,000
3rd Prize: 5 tickets from Enchanted Kingdom x 3 winners per
month
P9,000
Posters (selected supermarkets in NCR)
P3,000
Drop boxes
P1,000
TOTAL COST:
P37,000
TOTAL MARKETING BUDGET
(1ST YEAR OF SEA SCENT MIX)
SP 3rd Quarter (2017)
SP 4th Quarter (2017)
SP 1st Quarter (2018)
SP 2nd Quarter (2018)
TOTAL SP COST:
P11,838
67,000
70,000
37,000
185,838
Other Expenses:
• POP Racks Display (Production
and Transportation)
• Transportation Expenses/
Allowance
• Print Ads Poster
TOTAL MARKETING BUDGET (Annual)
300 x 30
9,000
5,000
3,000
17,000
P202,838